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SBC Summit preview: Midnite compliance VP Alex Henderson on the one crucial lesson UK bookmakers must learn

Steve Hoare0157 views

British betting is a highly valuable, highly regulated and highly competitive market, a holy trinity of factors that market newcomers like online sportsbook and casino Midnite are trying to take on in stride.

A recent regulatory upheaval, and with some politicians calling for yet another one, has left operators both large and small with a lot of compliance challenges on their plate. Midnite’s VP of Compliance, Alex Henderson, shares his perspective on the UK’s changing compliance dynamics, ahead of discussing this topic at the SBC Summit Lisbon.

As a relatively newcomer to UK betting, how has Midnite taken to the player protection focus that has dominated the market in recent years?

I have been at Midnite only a short time, and what I can say is that as a business, they genuinely put the customer first in everything they do. No decision is made without considering the customer. Protecting customers is key, Midnite wants to ensure that customers have a great experience, but more importantly, they want them to be safe.

How can smaller operators balance market growth ambitions, including advertising and player outreach, with the need to ensure players are protected to the fullest extent?

I would suggest that focusing on the consumer will help any business design products that will help achieve growth. Even if you look outside of gambling at businesses such as Monzo and Revolut. They started with a product designed to help customers, the growth was a consequence of building an excellent product.

How has the company learned from the lessons, and mistakes, of its contemporaries when it comes to player protection?

One thing that is great about our industry is that we all learn from and help each other, especially within compliance. In the UK specifically, the fact that the UKGC shares best practice and learnings from enforcement action is a fantastic tool for compliance professionals and gambling operators in general. I would say that the main lesson in player protection is a simple one, make your product and the environment safe and user friendly.

Is navigating the changing dynamics of player protection, with the Gambling Act review still being adopted, a challenge for a newcomer brand like yourselves?

Changing regulation and guidance is a challenge for all operators, not necessarily because of complexity, but because of the technical time and operational effort required to implement changes correctly. Beyond technical implementation, you also need to embed new processes, train teams, and monitor for effectiveness.

That said, when you operate in a regulated industry, you develop a certain level of agility. Newer brands, if anything, are often better positioned to adapt quickly. We’re not constrained by legacy systems or internal bureaucracy, which gives us the flexibility to build compliance into our processes from the ground up.

So while regulatory change always requires work, it’s something we expect, and we’ve designed our structure to be able to respond quickly and responsibly. I have witnessed this first hand at Midnite already, where a challenge is presented and the various experts throughout the organisation band together to find a swift and effective solution.

Is more cross-industry collaboration needed between large and small operators to ensure customers are not just jumping from site to site?

I think we’ve actually started to see some really solid progress in this area, especially at conferences and roundtables where the egos get left at the door and people genuinely want to solve things together.

There’s still more to do, of course, especially around things like data sharing and consistent standards, but the intent is there now in a way it maybe wasn’t a few years ago. The more we treat player protection as a shared responsibility, the harder it becomes for players to fall through the cracks.

Could the industry make more use of the huge amounts of player data that have been amassed by the largest and most well-established firms?

Oh absolutely, and not just to sell them another accumulator. Some of the big firms are sitting on data goldmines, but most of the time it gets used for marketing or risk, not protection.

There’s so much untapped potential to use that data for early intervention, better tooling, smarter limits. The tech exists. The question is whether we’re willing to share, standardise, and prioritise it for the right reasons. The good thing is, there are a lot of operators taking strides in the space, so are some external providers who have been raising the bar here.

What will SBC Summit attendees learn from your panel about the future of player protection in markets like the UK?

I don’t like sitting on panels and repeating the same messages from my industry peers. I would say that attendees’ learning will depend on two things… the questions I get asked on the day and then how open attendees are to different perspectives.

We’ll talk about what’s actually working, where the gaps still are, and how we move from theory to action. Expect honesty, a bit of healthy disagreement, and maybe even a few useful ideas you can nick for your own team.

SBC Summit will take place from 16–18 September at the Feira Internacional de Lisboa and MEO Arena, bringing together 30,000 industry stakeholders for an unmissable three-day experience.Looking to attend? Here’s how:

Secure your place with a VIP Event Pass – Enjoy full access to all conference sessions, the exhibition floor, exclusive networking events, and complimentary food and drink throughout the summit.

Bringing the team? Take advantage of our Group Pass Discount — purchase three or more VIP Event Passes and pay just €400 per ticket (saving €200 off the standard price).

Operator or affiliate? You may be eligible for a complimentary VIP Event Pass, which includes full access to the exhibition, conference, and exclusive networking events. Apply now to reserve your spot.

Expo+ Pass: Gain access to the full exhibition floor and all conference sessions across the three days. This does not include access to our exclusive VIP evening networking events.

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SBC Summit preview: Miguel Luis of Lebull says Portugal must learn RG lessons from other markets

iGamingExpert0141 views

Responsible play is one of the most important elements of online gambling today that all industry stakeholders must play a role in upholding to the highest standards.

This was the topic of discussion with Miguel Luis, Head of Compliance at Lebull, who spoke to iGaming Expert ahead of the SBC Summit and the Affiliate Leaders Summit, which takes place this September in Lisbon.

iGaming Expert: What challenges do operators face in balancing responsible gambling efforts and optimising the player experience?

Miguel Luis: The biggest challenge is to maintain an engaging and frictionless experience while protecting the player from risky behaviour. The most common responsible gaming measures, such as wage, deposit or loss limits, are often seen by players as an “interference” in their leisure time.

The risk here is that if the tools are too intrusive or poorly communicated, they can lead to frustration, or even lead the player to seek out unlicensed sites that do not adopt these practices, or that can be easily removed, without waiting periods.

In addition, operators face regulatory and reputational pressure, often being held accountable for individual behaviours. This requires a preventive approach, supported by technology: AI-based / machine-learning behavioural monitoring systems that detect problematic patterns, alert the operator and trigger discreet but effective interventions, such as pop-ups with suggested breaks or personalised limits.

I believe the right balance involves investing in educational UX/UI, with elements that resonate with the players, creating experiences where RG tools are presented not as barriers, but as elements of value to the user, and especially where these can be communicated as something good and at the reach of the player, not just as something “there”, or unilaterally imposed on the player.

iGX: What role do game suppliers play in upholding responsible gambling principles, and how can they work with operators to improve their understanding of responsible gambling efforts?

ML: Suppliers should not only be creators of engaging content but also central players in promoting safe gambling.

This involves various aspects. A starting point can be developing games with responsible design, where volatility is transparent, wins and losses are clearly explained, and reward mechanisms (such as free spins or jackpots) do not encourage compulsive cycles. But it can also include visual elements such as session time messages, loss reminders, balance counters and real-time counters. Last, but not least, it can involve allowing the operator to set features such as “in-game limits” or mandatory breaks after a certain time.

Operator-supplier collaboration can be enhanced through joint efforts, namely workshops on player behaviour, integrating real-time data, so operators can make informed decisions about games or risk profiles, or even joint certifications (e.g. through iTech Labs, eCOGRA, GamCare) demonstrating compliance with RG practices.

Suppliers should also be open to adjusting games based on real behavioural data. For example, if a game shows potentially problematic usage patterns, it can be re-evaluated or adjusted in partnership with the operator.

But above all, suppliers should, together with the other stakeholders, help provide education on healthy gaming habits, thus improving the proactiveness, reducing the need for reactiveness of this type of measure.

iGX: What personal responsibility does the player hold to educate themselves on how to play responsibly and maintain their well-being while participating in gambling?

ML: Players have an active and crucial role to play: educating themselves about the risks, recognising warning signs, and using available risk management tools. However, it is important to understand that most players do not perceive themselves as “at risk”, especially those who are in an early stage of dysfunctional behaviour.

Still, I believe this is transversal to many other activities and aspects of life, e.g. it’s hard to conceive starting to invest in something without educating yourself properly on the matter/product, or when buying something, etc.

Therefore, personal responsibility should be encouraged but not imposed in a guilt-ridden way. Operators can aid by providing accessible and ongoing educational content, not only in the risk management section, but integrated throughout the player’s journey, or even create interactive and gamified tests for self-assessment. An interesting approach can be the highlight of real stories of recovery and psychological support.

At the end of the day, outside of some special cases, the player is responsible for their actions and should seek to get proper education and information on the activity that they’re doing. Nonetheless, operators should give easy access and ensure that relevant and easily understandable information is given to the players.

iGX: How can the different stakeholders involved in the debate work together more effectively to strengthen responsible gambling measures?

ML: The effectiveness of responsible gambling measures depends on true cross-sector collaboration, in which all stakeholders recognise that no one can solve the problem alone.

Examples of successful collaboration can include regulators that promote dynamic guidelines based on scientific evidence, rather than just legal enforcement. It can also be operators that share anonymised data with researchers and NGOs, helping to map risk patterns.

Technology providers that develop algorithms for the early detection of harmful behaviours, integrated with CRM and support, are another example. Public health entities that train customer support teams to recognise signs of addiction, how to handle them and guide players can be a good example. Lastly, industry associations that create common codes of conduct and voluntary certifications have been well accepted as well.

A good example to follow would be the creation of a national RG platform, with cross-data (anonymised) between operators, promoted by the regulator, and with the presence of academic and clinical partners.

iGX: What RG tools do you believe resonate with players, and what aspects of player data should operators focus on to deliver more effective RG tools on their platforms?

ML: The most effective tools are those that combine practicality and behavioural intervention, such as voluntary limits (time, loss, deposit) with the option of gradual adjustments, avoiding impulsive decisions.

Personalised alerts, such as messages tailored to individual behaviour (e.g. “you’ve played for three hours today, do you want to take a break?”) seem to be well accepted. Lastly, as a more strict measure, Self-exclusion with fixed or indefinite blocking, integrated with shared databases, thus affecting all the operators, seems to be effective, albeit harder to implement at scale.

In terms of data, operators should focus on Gaming rhythm and frequency (very long sessions or with short breaks), Aberrant bets( sudden spikes in volume or frequency), the number of failed deposit attempts and the behavior after a significant loss/win (e.g.: trying to recover quickly with higher bets).

With this data, risk scoring models can be applied that trigger automated interventions or manual reviews by RG teams.

iGX: Looking more closely at Portugal, 2025 marks ten years since online gambling was regulated. How has the country’s market developed in this time, and what is its future outlook?

ML: Since 2015, the Portuguese market has seen steady growth. Stable growth in the number of licensed operators and the diversity of products. Gradual growth and maturity of the market, both from the operators and the players. This maturity of the market was also visible with the “gentleman’s agreement” of the manual on good practices in terms of publicity that is now in force.

Investment in digitalisation and mobile-first, with estimates pointing to more than 80% of accesses coming from mobile devices, is another reflection on the shaping of this market through the years.

The future points to an increase in the diversity of products, albeit this could be greatly improved, as the process is still rather slow and bureaucratic. Greater use of emerging technologies, such as machine learning, for early risk detection and for some functions that were being done manually.

Also, the expectations of the players, in terms of ease of access to the products and especially to the speed (e.g. deposits and withdrawals), have to be met by the operators. Portugal has the potential to become a case study for sustainable regulation if it invests more in collaboration with international stakeholders and player-centric innovation.

iGX: What can Portugal learn from similar markets, both in terms of market growth and responsible gambling efforts?

ML: There are several lessons to be learned from other markets.

In terms of growth, a good starting point would be ending the different tax models (casino vs. sports betting), adopting a common revenue model (currently only applicable for casino games), and abandoning the current 8% on the amount of the bet in force now for sports bets.

The inclusion of new regulated products (as I pointed out before) has increased revenue without compromising control. Both of these can greatly increase the attractiveness of the legal market and reduce unlicensed supply.

In terms of responsible gambling, mandatory use of behaviour-based interventions (e.g. blocking deposits after risk signals), data integration and requirement of certified training for support teams.

Don’t simply ban casino/sportsbook advertising, like we’re seeing things pointing in Brazil, instead opt for restrictions in specific situations/scenarios (like it was already done in Portugal with the “manual on good practices in terms of publicity”). It’s not hard to make some parallels with other outright bans in history where only the illegal side benefited.

Public investment in educational campaigns and information platforms for citizens should be paramount and is a great example to take from other markets. Portugal can also invest in school prevention programs, media campaigns and mandatory training in responsible gambling for all industry employees — something that is currently lacking.

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UKGC puts frictionless financial checks at the heart of safer gambling strategy

Steve Hoare0157 views

The UKGC seems as confident as ever in how it has crafted one of the key measures of the UK Gambling Act review, emphasising that financial vulnerability checks are turning out to be as “straightforward as possible”.

Last week, Helen Rhodes, who is the Commission’s current Director of Major Policy Projects, gave a speech which set out a more refined, data-led vision for player safety, including an update on what has been learned from the pilot of financial checks.

In August last year, the UKGC began rolling out what it calls ‘light-touch’ vulnerability checks using publicly available data. These checks were a key measure of the Gambling Act review, seen as a means to protect customers against potentially unsustainable gambling spending.

Initially set at a threshold of £500 in net deposits over a 30-day rolling period, the limit was lowered to £150 from February 2025. These checks were designed to operate with what the UKGC described as “minimal friction”, something betting stakeholders have been adamant is an absolute necessity.

During stage one of the pilot, around 95% of financial vulnerability assessments were completed what the UKGC described as frictionlessly, which then rose to 97% in stage two. These figures exceed the 80% frictionless completion rate estimated in the 2023 Government White Paper.

Black market concerns
The news comes in the midst of industry demands to see greater consistency when it comes to financial risk checks. Concerns that these checks could turn more gamblers towards black market betting if not carried out in a frictionless and simple manner are long-running, dating back to the initial conversation around affordability during the 2020-2023 review of UK gambling regulation.

BGC CEO Grainne Hurst recently explained on SBC’s Safe Bet Show podcast that obstacles such as this wouldn’t see customers stop using the products they like, they’ll just decide to stop using the products they like in the regulated sphere, and they’ll go elsewhere to get those products.

She added: “In the black market, where there’s no regulation, they pay no tax, there’s no player protection whatsoever.”

Meanwhile, the UKGC has previously reiterated that finance risk checks’ should not be considered ‘affordability checks’.

In May, the Commission explained: “Financial risk assessments would be a much more targeted way of identifying potentially financially vulnerable customers. They would not affect a customer’s credit score if they were introduced in the future.”

A turning point?
What sets this new approach apart, Rhodes emphasised, is that it avoids blanket affordability checks. Rather than testing if every punter can afford their spending, the Commission’s model hones in on those who may already be financially at risk.

The goal is not to interfere with the vast majority of players who gamble safely, but to step in early where harm is most likely, the Director asserted.

In stage two of the recent pilot, around 3% of assessments could not be matched, improving on the 5% unmatched rate seen in stage one. Both percentages are significantly lower than the 20% rate without frictionless assessments predicted in the White Paper.

Having now moved into the analysis phase, the Financial Risk Assessments are designed to identify a specific group of customers: those who are not only spending large amounts, but also showing signs of worsening financial distress.

This can include red flags such as multiple arrears, defaults or evidence of bankruptcy.

Continuing her speech, Rhodes said: “The pilot findings represent a significant step forward, and our analysis phase will enable us to further explore how operators could embed assessments into their overall customer interaction approaches and how to reduce unnecessary inconsistency between credit reference agency reports.”

Looking ahead, the Commission is analysing how these financial checks can be embedded more smoothly into the customer journey.

Rhodes was keen to stress that the regulator remains open to industry feedback, mentioning that nearly 1,000 responses were submitted during the consultation.

By anchoring its reforms in financial vulnerability rather than broad affordability, the Commission is signalling a more balanced and targeted approach, making financial vulnerability checks no longer “an afterthought”.

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SBC Summit preview: Deal Me Out consultant Iris den Boer on the importance of retaining human input on RG

iGamingExpert0170 views

Ahead of SBC Summit and the Affiliate Leader Summit, Iris den Boer, Consultant at Deal Me Out, emphasised her belief that sustainable online gambling depends on the use of reliable and well-designed technology.

She provided insights into the key technological innovations that are advancing player protection efforts, but warned that while it is important that operators and regulators tap into the latest tech, it must still be paired with informed human judgement.

iGaming Expert: Why is it so crucial that operators tap into the latest tech when it comes to ensuring player safety?

Iris den Boer: Sustainable online gambling depends on the use of reliable and well-designed technology. With so much data available, modern tools like real-time behavioural analytics, machine learning, and biometrics can help us move from reacting to issues to identifying them early. These technologies allow for consistent, accurate, and scalable risk detection.

It’s important that operators and regulators work together, using research to understand valuable early indicators of risk, and ensure the systems in place are able to detect them effectively. Early intervention supports safer play and shows that the platform is taking its responsibility to customers seriously in a practical, visible way.

How vital can tech be in creating an overall picture of the player?

In an online environment, protecting players isn’t possible without data that shows their play pattern, how much time and money they spend and highlights early risk indicators. We depend on this information, and it’s vital to collect it carefully and use it responsibly. Having access to so much data about player behaviour is a big opportunity to improve protection, but it also comes with the challenge of focusing on what matters and interpreting it correctly.

To me, the most important insight comes from understanding how a player’s behaviour changes over time. Is their play steady and consistent, or are there sudden increases or erratic patterns that could signal a problem? Early warning signs and timely interventions are crucial, but real understanding comes from combining monitoring with open dialogue, matching what the player explains about their experience with what their behavioural data shows. It’s the casino’s responsibility to analyse this data in a way that supports protection that’s both effective and proportionate. After all, the goal is to use this information to help players in the best way possible.

What steps can be taken to balance human intervention and automation in the player protection journey?

Technology should support human judgment, not replace it. Responsible Gaming analysts could never detect issues at the same speed and scale as automated systems. With so many customers, we rely on data and automation to filter player issues across different risk categories. But naturally, it still takes human interpretation to perform a thorough risk analysis, with the empathy and understanding only people can provide. Systems can spot risks quickly, but it’s trained staff who make the real difference in deciding how to respond.

That means having clear processes, investing in proper training, and embedding ethics into the design and use of technology. Technology can flag when something might be wrong, but it’s human care that decides what happens next. Finding that balance is important; that is why skilled analysts are invaluable in this process, and a humanistic approach will always play a key part in player protection.

What are the key protection tech developments that have come out in recent times to shift the industry?

The progress we’ve seen recently around early detection and, importantly, early intervention, has been really good. We now have tools that spot risky behaviour much earlier than before. Advances like natural language processing help identify signs of distress in how people communicate with support teams. AI is making affordability checks smarter and less intrusive, while self-exclusion tools, like the successful Betblocker platform, are becoming more effective across multiple sites.

There’s also an innovative shift toward using mindfulness techniques and gamification, not to encourage more play, but to help people make safer choices, reflect, and decide consciously whether to keep playing or take a break. All these developments signal a positive, holistic move beyond simply ticking compliance boxes, embracing innovation that drives genuine responsibility and recognises that player protection is always evolving.

Are there steps that regulators should take to ensure they keep up with new tech available to operators to ensure that the best approach is found to player protection?

Regulators need to stay up to date with both technology and research to avoid holding back progress. This means having people who understand new tech, maintaining close connections with industry innovators, and creating rules that can adapt as things evolve. Regulatory sandboxes can provide a safe space to explore innovative tools and ideas.

Collaboration across regions can also reduce duplication and help set clearer standards. At the same time, it’s important to remember that factors like demographics, cultural attitudes toward gambling, and local market differences influence study outcomes on effectiveness in player protection. Even if a standard works well in one place, not every casino or market is the same, and each faces unique challenges that require tailored approaches. Ultimately, the effectiveness of technology and how it’s used depends on how well regulators understand their markets, customers, and casino games, and how they apply tech tools to best support player protection.

Are there any markets that you believe have gotten it right in terms of the framework around player protection and what are the key lessons to be learned from these frameworks?

Several jurisdictions have taken commendable steps. The UK, despite its challenges, has set a high bar for data-driven risk identification and affordability checks. Sweden’s Spelpaus system is a strong example of centralised self-exclusion. And some emerging markets, such as Ontario, are embedding safer gambling principles into their licensing frameworks from the outset, rather than as a retrofit. The key lessons are threefold: embed protection early, collaborate across sectors, and ensure that frameworks are adaptable. One-size-fits-all approaches are no longer fit for purpose in a rapidly evolving global industry.

How excited are you about the SBC Summit in Lisbon?

I’m excited about the SBC Summit in Lisbon. To me, SBC events are more than just a conference; they’re a chance to bring together the industry, to share ideas, question the status quo, and find real solutions. Lisbon feels like the perfect place for this, given its growing role in the tech and gaming world. I’m excited to be part of it once again. I’m looking forward to the conversations that will shape policy, build new partnerships, and, most importantly, help evolve player protection.

Why do you believe that it is so crucial the industry unites to talk around major subjects within the industry?

The key challenges are found within opportunities we can address on topics, such as player safety, data privacy, and sustainability, that are not confined by borders or competitive interests. Meaningful progress requires open dialogue and a shared sense of responsibility. It’s about moving beyond minimum compliance to collectively raising standards. When the industry aligns around the common goal of providing safe, fair, and responsible entertainment, it builds trust. This trust is essential for long-term success and credibility with players, regulators, and the wider public. Sustainable change is only possible through coordinated effort.

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Exclusive interview: SPA Chief defends Brazil Bets channelisation strategy amid black market chaos

Steve Hoare0153 views

Article written by Ana Maria Mendes & Elisa Marcante: SBC Noticias Brazil
Regis Dudena, the President of the Secretary of Prizes and Betting (SPA), believes that Brazil has achieved its initial regulatory objectives to launch and govern its nascent online gambling regime.

Interviewed by SBC Notícias Brazil, Dudena gave an account of leading the SPA as the governing authority of the Bets regime while under a glaring spotlight from political parties, federal authorities, operators, and media.

Launched on 1 January 2025, the Bets regime was birthed like no other gambling market — placed under immediate scrutiny over its economic and integrity policies, while its core framework remained unsettled in key areas such as advertising, taxation, and consumer protection.

Despite these uncertainties, Dudena and the SPA have pushed ahead, overseeing a market of 80 licensed operators servicing over 400 brands. He contends that the SPA has laid the groundwork for a more balanced and enforceable regime, helping Brazil transition from an unregulated environment into one of legal oversight and accountability.

Channelling Wagers
Among the more pointed assertions made by Dudena was a rebuttal of claims that Brazil’s black market for online gambling is growing. Far from expanding, he suggested, it is being eroded and steadily replaced by a regulated ecosystem that is gaining ground with Brazilian consumers.

“Today, far more people are entertaining themselves in a regulated environment with authorised and legal operators,” Dudena stated –“We’re observing a trend toward channelisation, not illegal market expansion.”

Despite grey market factors still lingering, Dudena urged observers to judge the system by its long-term trajectory, not by isolated incidents. Enforcement, he argued, must be understood as part of a broader structural shift to drive consumers to licensed operators, in which the SPA will be strengthened by new projects.

The reason why scepticism remains, is due to key regulatory settlements still to be determined. Yet SPA’s record to date suggests that the scaffolding of oversight is, at the very least, being built.

Regulating at Speed
Dudena believes that the SPA is regulating at speed, delivering on a relentless timeline. In less than a year, the agency published licensing protocols, approved market ordinances, mandated data reporting requirements, and launched a programme of operator engagement.

“People joked they didn’t expect us to succeed,” he noted. “But we planned, executed, and delivered on schedule.”

The most formidable challenge has been technical: processing the large volume of operator-reported data via SIGAP, the federal betting data system. Licensed operators must report daily on deposits, payouts, and losses. The backlog has delayed SPA’s first official performance report, but Dudena assured that “quarterly updates will begin shortly and follow a predictable publication cycle.”

R$3bn Vote of Confidence

Dudena’s interview with SBC Noticias Brazil was followed by Agência Brasil publishing the first economic report revealing the Bets regime’s early economic footprint. In the first five months of 2025, tax revenue from regulated betting operations reached R$3bn (approximately €520m) — up from R$7m over the same period in 2024.

May alone saw revenue surge from R$4m to over R$800m, a year-on-year increase of roughly 23,000%.

“The recent R$3 billion figure is irrefutable proof of the market’s economic relevance,” said Rafael Marchetti Marcondes, CLO of fantasy operator Rei do Pitaco told SBC Noticias Brazil.
“In a country seeking new fiscal resources, betting has become a key contributor to public policy funding.”

Single National System
The SPA is pushing ahead with plans to bring the country’s state-run lotteries under a single, centralised framework, as part of its wider effort to professionalise and enforce national compliance standards.

The project dubbed SINAPO (Sistema Nacional de Apostas) — aims to establish baseline requirements across federal and state levels, focusing on critical areas such as anti-money laundering protocols and responsible gambling protections.

To date, 16 states have joined the working group, with participating jurisdictions set to benefit from national regulatory infrastructure, including access to the “.bet.br” domain and Brazil’s forthcoming centralised self-exclusion system — both considered vital to SPA’s consumer protection agenda.

Priorities & Pitfalls
Looking ahead, SPA’s regulatory agenda for the second half of 2025 is dense with infrastructure development and policy refinement. Dudena confirmed that the agency will prioritise the launch of Brazil’s centralised self-exclusion system, regarded as a cornerstone of consumer protection and harm reduction.

Other top-line priorities include the finalisation of a national advertising code of conduct, the deployment of real-time transaction monitoring, and the release of the regime’s first and second quarterly market performance reports.

While SPA can claim early progress on several fronts, the regime’s greatest test may lie beyond its technical capabilities. Fiscal policy, controlled by the Ministry of Finance and Congress, threatens to reshape the economic foundation on which the regulated market rests.

The Senate’s Gamble
Attention now turns to Brazil’s National Congress, where a proposal is under consideration to raise the gross gaming revenue (GGR) tax from 12% to 18% on betting income. The measure is seen as an alternative to increasing the IOF financial transactions tax and forms part of broader fiscal reforms pursued by the Ministry of Finance.

Industry pushback by IBJR, has warned that combined tax pressures when including state (PIS/COFINS, ISS) and corporate income tax will push the effective burden beyond 50%, jeopardising the very channelisation SPA has sought to foster.

For now, Brazil’s Bets regime enjoys political momentum, fiscal backing, and regulatory momentum. Whether that remains the case will depend not only on how the SPA evolves its framework—but on whether policymakers resist the temptation to overplay their fiscal hand.

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Exclusive interview: RGC on how to stay responsible while online gaming speeds ahead

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They say you never stop learning. When it comes to responsible gaming in a fast-moving digital world, that may be an understatement. Keeping up with the pace of change is no mean feat, as the Responsible Gambling Council’s Tracy Parker knows well.

Parker is the RGC’s Senior Vice President of Accreditation, Advisory and Insights. In her five-and-a-half years with RGC and her six years with the Ontario Lottery and Gaming Corporation (OLG) before that, she’s seen the landscape change significantly both at home and across borders.

Online gambling has long been available to Canadians. But since Canada legalized single-event sports betting in summer 2021 and Ontario opened its regulated market in April 2022, things have changed hugely. With every year that passes, both inside and outside Ontario, the industry evolves further, new gaming options emerge, and staying ahead of the curve requires nimble footwork and a deft hand.

“New forms of gambling create new risks,” Parker told Canadian Gaming Business recently. “I do think there is a lag in RG awareness generally, and we work on keeping pace with the evolution of the industry as new forms of gambling emerge, whether it’s things like sports betting or access to a broader range of products and services. It’s a constant effort to keep up.”

Building on a strong base
It’s probably past time to stop calling regulated online gambling in Ontario new, given that we’re more than three years into a market that is embracing its own maturity and already drawing upon its own past experiences to iterate and refine itself.

What certainly is not new is gambling in Canada, nor the concept of protecting players and keeping the industry responsible and sustainable. The history of government involvement in gambling in Canada is decades long, and the focus on responsible gambling has been a constant thread of continuity.

“I think that foundation gave it a public interest slant from early on,” she reflects. “And I see a lot of that coming through in the continued investments in employee training and player education. The profit motive isn’t the be-all and end-all.”

Programs such as the British Columbia Lottery Corporation’s GameSense, established in 2009 and used under license by everyone from other Canadian lotteries to MGM Resorts and BetMGM to the Massachusetts Gaming Commission, are often held up as examples of Canada’s leadership in responsible gambling. Parker notes there’s also a strong history in academic research around RG. “We’re lucky in Canada that there is still a collaborative relationship between research and industry,” she notes. “That’s not the case in all jurisdictions.”

That thoughtful history and dedicated groundwork gave Canada a solid research and evidence base for implementing responsible gambling programs and safeguards in an impactful way. The direct ties between government and regulated gambling before Ontario’s market opened helped to ensure that when the big shift of 2021-22 did arrive, there was a deep resource pool to draw from.

“I think when it has been a public entity, there is a natural inclination to engage the community around prevention education, treatment, and support services. And I think we see evidence of that across the country.”

Helping to steer the ship
The RGC plays a unique role in Ontario’s online market, in that its RG Check accreditation program has been embedded into the requirements for all private operators contracting with iGaming Ontario (iGO). That program was developed in 2010 and was already used by land-based casinos in Ontario before 2022. Parker stresses it is a mutually beneficial experience; RGC may be the accreditor, but the organization is constantly learning, too.

“As we’ve been processing all of those operators, we’ve been learning a lot and doing some work on an update to the accreditation program to make sure it’s keeping up,” she continues. “We’ve done stakeholder expert interviews, player surveys, public consultations, research and reviews, all with the aim of pulling together the evidence base that exists to make sure that the standards that we’re assessing operators against are meaningful and relevant and robust.”

“New forms of gambling and new levels of access necessitate leveling up conversations, and with different audiences.”

Like everything in Canadian gaming, RG Check has evolved with time. A big facet of a recent update to the program focused on stakeholder engagement.

“We have found that we’ve needed to talk to more people,” Parker adds. “It really is about the collective understanding of impact and collaboration around solutions. And that’s not just operators. We need to be talking to manufacturers and marketing affiliates, payment solution providers, leagues, athletes, coaches, university campuses, the whole ecosystem. While there’s been some progress and diversification, I think new forms of gambling and new levels of access necessitate leveling up conversations, and with different audiences.”

Connecting with the digital-native player
Canadians have always been able to gamble. From retail casinos to government-operated online platforms and both regulated and grey market commercial websites, from the rise of mobile apps and the present-day gamification of so much that is accessible to so many, the options have never been greater.

And just as new products and delivery methods are always surfacing, so too are new players.

“There’s always youth coming of age and needing to gain some gambling literacy,” Parker adds. “So, that’s always been a key focus for us. When you get digital natives, they just interact with the product differently, there’s that exposure to the merging of gaming and gambling and the gamification of gambling.”

Does that necessitate a re-evaluation of what responsible gambling even means?

“Certainly, I would say something that’s coming into sharper focus is the connection between mental health, digital health, and gambling,” Parker explains. “We’re not looking at just gambling behaviour, but we’re looking at it in the context of a person’s overall well-being and how they use their phone or the internet, their digital well-being.”

To that end, Parker notes that algorithms and risk-monitoring detection software provide more insights and information than ever were previously available about when and how to interact with a player.

“The core practices and behaviours around safe habits are relatively similar. It’s just the form that changes.”

Real-time customized and contextualized interactions, she says, have proven to be the most impactful. That could look like a pop-up message noting that players in a certain user’s profile usually play for an average of a certain number of minutes, or that a break around a certain time is typical.

“Providing messaging in context and personalizing it is really, really important. Talk to people in the moment or as close to the behaviour as possible. In our accreditation and operator training, we stress the importance of that touchpoint. It’s very complicated from an operational point of view, but it really is the most impactful.”

No time to stand still
The truth is that the work simply never stops. Responsible gambling means something different now than it did 20 years ago. In many ways, the core concerns are relatively static, but the context and the issues within it are constantly evolving.

“That’s what RG is all about, really. “The core practices and behaviours around safe habits are relatively similar,” concludes Parker. “It’s just the form that changes. And it’s up to all of us to keep up.”

A version of this story appears in the Summer 2025 issue of Canadian Gaming Business magazine.

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FanDuel SVP Cory Fox talks RG tech and predictive technology

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After unveiling its new RG Check-In tool at SBC Summit Americas in May, FanDuel is gearing up to talk all things Canada and North America at the Canadian Gaming Summit this week in Toronto.

June 17-19, the gaming industry takes over the Metro Toronto Convention Center for the biggest event in Canadian gaming. We broke down all the basics you need to know.

FanDuel SVP of Public Policy and Sustainability Cory Fox will be speaking on a Technology in RG panel on June 19. Ahead of the Summit, Fox spoke to SBC Americas.

SBC Americas: You’ve just launched RG Check-in, and you’ve had My Spend going for a while. What have been your observations around the data and experiences you’ve had coming out of that?

Fox: I think we are now embarking on a new generation of tools that are much more integrated right into the customer experience, which we think will be more effective for our users, and we will get greater engagement from our users.

Last year, we launched My Spend, which gives users pers..

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Ladbrokes’ breach of ASA Code should set an example, legal expert says

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A legal advisor has cautioned UK operators like Ladbrokes to always ensure they remain on the safe side when it comes to advertising.

Felix Faulkner, solicitor at licensing law firm Poppleston Allen, gave his two cents on the recent Ladbrokes fallout with the UK’s Advertising Standards Authority (ASA) by highlighting the importance of placing a promotion within a wider social context before running it.

Measure twice, cut once
Addressing all UK operators, Faulkner advised that companies should be aware of three main points when handling promotions – the terminology and naming of the products or offers, the historic and current colloquial use of the terms being used, and the implications of any derivative advertising efforts.

“Responsible gambling is a fundamental tenet of the Gambling Act, and the remit falls solely in the laps of operators and licence holders to ensure that their marketing and advertisements always adhere to the LCCP and the ASA regulations,” the solicitor added.

“It is always better to be safe than sorry.”

Ladbrokes learns firsthand
What led to Faulkner’s comments was a recent decision by the ASA to uphold several complaints made against Ladbrokes advertisements.

The case featured the operator’s airing of two TV and video-on-demand promotions featuring its free-to-play game currency called ‘Ladbucks’.

ASA’s subsequent ruling deemed the adverts potentially appealing to minors due to the branding terminology, with ‘bucks’ specifically reminiscent of the ‘V-bucks’ virtual currency used in the video game Fortnite, and the ‘Robux’ currency of the video game Roblox – both games immensely popular among children.

In addition, the advertising regulator saw a problem with the term ‘lad’ as well – although it has been intrinsic to the Ladbrokes brand since its inception.

ASA stated that it views the word ‘lad’ as a colloquial UK term referring to a boy or a young man, which combined with the word ‘bucks’ constitutes a breach of its anti-minor advertising code altogether.
Ladbrokes, which is a property of Entain, has disagreed with both conclusions, but has nevertheless taken action to remove the featured content.

Faulkner concluded: “While it is understandable that a brand called Ladbrokes might produce an in-play betting reward token with the term ‘lad’ in it, it is of utmost importance for all licence holders to sense-check a number of things before running a promotion.

“It is evident from the Ladbrokes decision that the ASA believed the close link to Fortnite and Roblox pushed this proposal over the line, and the argued mitigation from Ladbrokes was not enough to defend the case.”

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Senate Inquiry urges vote to impose radical penalties on Brazil Bets regime

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Ricardo Assis – SBC Noticias Brazil
The CPI’s rapporteurs are demanding a shock to the system and reset of the governance, regulation, and enforcement of Brazil’s online gambling sector. Ricardo Assis, Editor of SBC Noticias Brazil declares that all regulatory conditions the Bets regime face scrutiny.

A series of radical reforms, penalties and criminal enforcements have been proposed by the Senate’s Commission Inquiry (CPI) evaluating the economic and social impacts of the Bets Regime.

Just 19 weeks since the CPI commenced its evaluation, led by Senator Soraya Thronicke (Podemos–MS) and Dr Hiran Gonçalves (PP–RR), the rapporteurs have submitted their recommendations to the Senate.

The CPI was established to evaluate the economic liabilities and social threats of Brazil legalising online gambling since 1 January 2025.

The inquiry heard testimonies from operators, stakeholders and whistleblowers on wide ranging topics from fraud and match-fixing to money laundering, advertising malpractice and the absence of consumer safeguards.

Of significance, the inquiry hit national headlines after testimony concerning Virginia Fonseca, a social media influencer with over 50 million followers, who is accused of misleading advertising and acting as a financial beneficiary of unlicensed operators.

As reported by SBC Notícias, the CPI’s final report calls for 16 indictments, targeting both individuals and entities. Fonseca, alongside influencer Deolane Bezerra, is named in connection with promoting illegal betting operators, with the report stating it was “unlikely” that Bezerra “ceased to be an effective partner and simply became a spokesperson.”

The report proposes the criminalisation of match manipulation in sports be signed into federal law. An action to be governed by the creation of a ‘National Sports Integrity Authority’, that will oversee the regulation of automated systems used by betting platforms.

Algorithms, the report noted, often operate without independent certification, making it “difficult for the bettor to assess the real risk involved.” A technical audit protocol is proposed, under regulatory supervision, to ensure transparency in how odds and promotions are determined.

The commission warns that betting platforms have become conduits for illicit financial activities. Evidence presented to the CPI outlined the use of fragmented transactions, third-party CPFs, untraceable crypto operations, and withdrawals routed through accounts tied to Brazil’s social welfare schemes. To counteract these abuses, the CPI has recommended data-sharing protocols between the Federal Tax Authority, COAF, and licensed operators, as well as regular financial audits.

Brazilian football, a key beneficiary of betting sponsorship, came under heavy criticism. Club executives admitted they lacked integrity departments and were often unaware of commercial terms involving gambling partners, with many deals brokered through intermediaries. The commission labelled this state of affairs “institutional omission” and “structural unpreparedness.”

Digital influencers, a core channel for consumer engagement, were described in the report as central players in normalising irresponsible betting behaviours. As such, affiliate contracts linking influencer revenue to user losses were described by the commission as “anti-educational and perverse.” The CPI has formally requested investigations into these arrangements by COAF and Receita Federal.

The report further urges an outright ban on online casino-style games, denouncing them as “online slot machines with exclusively deleterious characteristics,” while calling for extensive reform of betting advertising, including:

Prohibition of gambling ads during prime-time TV
Bans on welcome bonuses and misleading promotions
Mandatory age and financial suitability checks for bettors

Additional proposals include embedding gambling addiction awareness and financial literacy into school curricula, alongside national prevention campaigns supported by the SUS, NGOs and “conscientious influencers.”

Despite being tabled, the report will not be voted on immediately. As SBC Notícias reports, several senators have called for more time to review its recommendations. CPI President Dr Hiran has since indicated that he will move to postpone the vote until the following week.

Political consequences now loom for Brazil’s fledgling Bets Regime. Last week, Finance Minister Fernando Haddad has backed a provisional measure to raise the GGR tax on licensed operators from 12% to 18%, as a measure to fill budgetary gaps of the PT government.

A pending tax hike underscores the government’s push for tighter fiscal and regulatory oversight, prompting a coalition of trade bodies to challenge a tax framework they argue imposes an effective burden exceeding 50%.

The publication of the CPI’s report and its pending vote bring a turbulent close to the first six months of the Bets Regime existence. With mounting headwinds of tax hikes, compliance demands and the threat of criminal sanctions, the competitive landscape of Brazil’s online gambling market is poised for reshaping in the second half of the year. The only certainty, it seems, is continued volatility of a fragile Bets market that has been radically transformed since its launch on 1 January.

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